Arabian Travel Market 2025

When the Arabian Travel Market (ATM) returned to Dubai in late April 2025, it brought together the region’s most influential players in tourism, hospitality, and investment. From the moment HH Sheikh Ahmed bin Saeed Al Maktoum officially opened the event, attention shifted quickly from crowd numbers to deal-making and strategic announcements. Our media analysis identified four recurring themes that shaped coverage and sentiment. 

What stood out: 

• Deals eclipsed displays – Coverage homed in on commercial value. Within trade media, UAE and Saudi exhibitors accounted for 45 per cent of pavilion-focused stories, driven by Emirates’ 40-plus agreements and Saudi Arabia’s 14 MoUs that support Vision 2030 goals.
• Destination storytelling beat technology talk – Pieces highlighting Dubai’s visitor milestones, Saudi’s immersive “Saudi Land”, and Ras Al Khaimah’s nature offer generated three times more headlines than AI demos and other tech activations. 
• Flagship brands advanced a premium sustainability agenda – Emirates Airline generated strong media visibility, with 96.4% of its coverage rated positive, driven by announcements around fleet modernisation and investments in Sustainable Aviation Fuel. IHG Hotels & Resorts followed closely with 97.3% positive sentiment, supported by expansion plans, guest experience upgrades and community-focused initiatives, a clear signal of the region’s growing demand for refined and responsible luxury.
• The UAE and KSA kept the spotlight – Host-nation advantages, royal walk-throughs and robust performance data ensured the UAE dominated headlines; Saudi Arabia’s giga-projects and ambitious visitor targets ensured it was never far behind.